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Greater Knoxville Chapter
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Creating a Website
Since search engines such as Google have become the new way for
people to find products, services and businesses, an effective website presence
is vital to your company's success, no matter what you sell or who you're selling
to. For marketing online, here are some highlights to keep in mind.
Here's what we'll cover:
1. The three required components to have a functional website:
a. Domain Name
b. Web Hosting
c. Website
2. Marketing your website online with SEO (Search Engine Optimization)
3. Marketing your website offline
Domain Name
Your domain name (i.e. www.yourbusiness.com) is the first of three necessary
components to a website presence. It's the least expensive piece, averaging
about $10 per year to register and renew. However, it's one of the most vital
and important Internet marketing components.
Spend some time selecting your domain name. There are some excellent articles
for this activity. Just Google the string: "how to select a domain name".
Here are some suggestions:
Keep it short and simple if possible, but remember that most 3-8 character
domains are taken by now. However, you should avoid a 50+ character domain
name. A general rule of thumb is that it should be easy to type, easy to hear
and easy to read. One common site to lookup the domain name availability and/or
information is Whois
at http://whois.domaintools.com.
Don't use hyphens unless there is a hyphen in the company name. In which
case, get both the hyphenated and non-hyphenated versions.
Avoid using numerals/numbers when possible. Again, get both versions if
you need to use a number (ex. 1stchoice.com and firstchoice.com, or 2doorsdowngrille.com
and twodoorsdowngrille.com).
Get a .com extension if possible. If you're a non-profit organization, then
a .org extension will work. Avoid lesser known extensions if at all possible,
such as .biz, .info, .name, etc.
Insist that YOU own your domain name, not the web developer or company providing
the service for you. Some times a web designer or web development company
will put the domain name in their name for control purposes. Make sure your
name and contact email address are associated with the Administrative Contact
for your domain name.
Web Hosting
The second component you'll need is a web hosting service, which is a monthly
service (can be paid annually in some cases) that provides a virtual "home"
for your website files and data. This service normally includes your company's
email messages. Hosting service allows your website to be accessible to the
world via the Internet, keeping it online as often as possible. You want a company
that is reliable with little or no downtime. You'll also want to be sure they're
secure and provide regular backups of your data.
Hosting service is misunderstood by many, and taken for granted until there's
an issue. Unlike domain names where the cost is relatively fixed and low, hosting
costs can vary from as little as $5 per month, to $500 per month, depending
on the scope and complexity of the setup. Investigate the company for a pattern
of issues or complaints obtaining references and testimonials.
It is generally advisable to avoid free hosting.
Your Website
The final component is the website itself, which is really a collection of
files, often numbering in the hundreds or thousands, that make up how your website
looks and functions when people visit it. The way the website is developed and
coded also determines how the search engines, like Google and Yahoo!, interpret
and index it. There are standards for coding now, which should always be applied,
so make sure the company or individual you have build your website is using
the latest coding methods and standards.
Like most marketing, always apply the KISS (Keep It Simple Stupid, no offense!)
principle with your website when possible. Glitz and glamour no longer work
like they used to on the web. It gets in the way, slows people down, and often
times may not even work at all. With billions of websites online now, and this
being the Age of Information, consumers want to find what they're looking for
as quickly and easily as possible.
Flash technology is cool and common but be cautious because Flash may not
function on Apple iPads, iPhones and other Apple devices. It's best not to use
it all. Some very simple Flash elements such as embedded video are OK, but an
entire Flash website should be avoided.
Your branding and logo should be front and center on your website to match
the rest of your marketing material, keeping everything consistent.
Be aware that search engines can not read images. Go to your Internet browser
and temporarily turnoff the graphics when reviewing competitors web sites to
view what the search engines are seeing.
Here are some general guidelines for your website:
DO
Use your logo and branding (colors, etc) consistently
Provide clear, easy navigation
Develop good content for your targeted audience
Illustrate company history found typically in an "About Us" page
Show all of your Services and Products
Use testimonials from customers and users
Anticipate questions with an effective FAQ page
Provide contact on each page footer consistently. A customer information form
is great information.
Consider the use of social media and necessary integration with your website
Evaluate the use of a company blog
DON'T:
No dark background
No Flash
Don't copy content that's not original
Don't use frames
Don't allow pop-up windows
No background music
No broken/dead links
No intro page
No scrolling marquees
No excessive linking
No ads
Making your website more effective:
In many cases, especially for local businesses, it may not be effective to
sell directly online. You're competing with online companies predominately on
pricing. You also need to invest a substantial amount of time and money to run
a successful e-commerce website. On the other hand your website could be a content-rich
marketing vehicle that provides traffic of interested potential customers.
There are two main marketing methods of increasing traffic to your website
online: Search Engine Marketing (SEM) and Search Engine Optimization (SEO).
SEM is essentially online advertising, where your company placement is a result
of paid search results. You can budget your advertising investment each month
for a sponsored listing. SEO is the process of improving the visibility of a
website or a web page in search engine results by way of the "natural"
(called organic) or unpaid search results.
SEM, or Search Engine Marketing, includes pay-per-click ads or other online
advertisements like display or interstitial ads. It's simply paid advertising,
which is usually less effective than organic SEO and costs more on an ongoing
basis. Although SEM typically encompasses SEO as part of it, the pay-per-click
advertising is usually a large part of that classification.
SEO, or Search Engine Optimization is a natural process obtaining web visibility
because of good content as judged by search engines indexing of certain keywords
(subjects). The search engine algorithms are complex and continually changing
but the major factor is the recognition of content judges by back links for
other quality websites. A necessary technical requirement is that your web site
meets acceptable standard code.
Here are some ways to help improve your site and resulting search placement:
Submit your business and website address to online directories, both general
and niche
Use keywords heavily throughout your website in both content and headings
Optimize "landing pages" for each group of keywords (limit three
to group)
Update your website frequently, which is when a built-in blog comes in handy
Submit press releases online with full website address in them
Submit articles to http://www.ezinearticles.com
Describe images with ALT text, so search engines know what they are
Use good page titles with keywords
Establish backlinks from quality web sites
Monitor your keyword stats via analytics software for missing opportunities
Make sure text that's hyperlinked uses relevant keywords instead of "Click
Here"
Utilize social media to drive traffic back to your website, while making your
website more linkable
Optimize your site for the Local Search Engines such as Google Local (now
called Google Maps) as outlined in an article in our library, Internet
Marketing Local Search Engines
Marketing Your Website Offline
To help drive traffic to your website in addition to search engine optimization,
you should always print, publish and promote your domain name (website address)
everywhere you possibly can when it makes sense, including:
Business cards
Print ads (newspaper, magazine, etc.)
Radio ads
TV ads
Direct mail
Front door and store signage
Marquees
Promotional items such as pens, notepads, etc.
Vehicle wraps, magnets or decals
Voicemail messages
Press releases and articles
Shirts
Receipts
Gift cards and coupons
Flyers
Bags and boxes
Online directories and other websites
Email marketing
Newsletters
Source: Most of this information was provided by Slamdot,
offering affordable website design and hosting in Knoxville, TN
The material in this publication is based on work supported by
the U.S. Small Business Administration under cooperative agreement SBAHG-04-S-0001.
Any opinions, findings and conclusions or recommendations expressed in this publication
are those of the author and do not necessarily reflect the views of the U.S. Small
Business Administration. The information contained in this publication is believed
to be accurate and authoritative but is not intended to be relied on as legal,
accounting, tax or other professional advice. You should consult with a qualified
professional advisor to discuss issues unique to your business.
Copyright 1990. SBA retains an irrevocable, worldwide, nonexclusive,
royalty-free, unlimited license to use this copyrighted material.